JUST BELIEVE: The Super Bowl Soulful Celebration 25th Anniversary premiering Saturday, February 10 at 8pm on CBS

Francis Akhalbey February 10, 2024

THE SUPER BOWL SOULFUL CELEBRATION 25th ANNIVERSARY prepares to illuminate screens nationwide for its Silver Anniversary broadcast as a special one-hour program on CBS Television Network* on Saturday night, February 10, at 8 pm ET/7C. Taped in front of a live audience on Wednesday, Feb. 7 at Pearl Concert Theater, Palms Casino Resort during Super Bowl LVIII week, this milestone event is hosted by the dynamic duo of Cedric the Entertainer and Tichina Arnold, stars of the CBS hit series “THE NEIGHBORHOOD.”

Anchored in the theme of “Just Believe,” the show features performances from artists T-Pain, Rachel Platten, and Mickey Guyton, who join previously announced acts Earth, Wind & Fire, Kirk Franklin, Mary Mary, Robin Thicke, and The Players Choir in the blockbuster talent lineup.

Resonating with faith, football, and the belief that every obstacle can be transformed into an opportunity for greatness, this celebration of music is also testament to the power of collaboration between art and corporate goodwill. A diverse slate of corporate and philanthropic partners have joined the broadcast, adding to its depth and meaning with a series of uniquely sponsored segments.

Crown Royal, a brand rooted in generosity, will present the “Lifetime of Inspiration” award to former partner, NFL player, CBS Mornings Co-Host and Host of NFL Today, Nate Burleson. Crown Royal will make a meaningful donation of $25,000 from The Crown Royal Generosity Fund to an organization personally selected by Mr. Burleson. Nate, a symbol of inspiration on and off the field, will receive this prestigious honor presented by football legend Fred Taylor.

Amazon Prime steps forward to present the “New Beginnings” spotlight, honoring Buffalo Bills player Damar Hamlin. His story of resilience and family triumph will be shared in a powerful segment, reflecting the spirit of overcoming obstacles and finding new beginnings. C.J. Stroud, rising star from the Houston Texans, will be honored with the esteemed “Faith in Action” Award. This recognition underscores his commitment to philanthropy and community service through the C.J. Stroud Foundation, which has become a force for meaningful change and exemplifies the profound impact athletes can have in creating a better world.

P&G brands play a significant role in shaping the SUPER BOWL SOULFUL CELEBRATION 25TH ANNIVERSARY experience. Leading the way is Febreze, bringing its unique touch to the celebration with an electrifying performance by the legendary Kirk Franklin and the all-NFL Players Choir, featuring the Southern University ‘Human Jukebox’ Band Drumline. In addition, Febreze proudly collaborates with the talented Howard University alumna designer, Rachel Motley, to create custom-designed cardigans that add a stylish and distinctive flair to the musical experience, ensuring that the performers are “Fresh as Febreze” while on stage. Mielle and King C. Gillette will host a beauty and grooming lounge to get all of the honorees and performers ready for their big moment.

Super Bowl Soulful Celebration will introduce the inaugural “ESSENCE Glass Ceiling Breaker Award presented by Mielle.” This award, as part of ESSENCE Black Women in Sports, recognizes outstanding women of color who have shattered barriers in the NFL, and will be introduced by Caroline Wanga, ESSENCE Ventures President & Chief Executive Officer. Monique Rodriguez, Founder and Chief Executive Officer of Mielle, will present this prestigious award to honorees Dasha Smith and Kimberly Fields from the NFL, and Sandra Douglas of the Las Vegas Raiders. These women, excelling in the field of sports, have paved the way for many others. The award presentation is a momentous highlight, continuing Mielle’s focus on inclusion and empowerment.

In addition to music, the broadcast highlights partnerships, shared values, and a commitment to uplifting communities. Lexus brings its ethos of blending performance and soulful experiences, becoming a resonant voice in the celebration. Comforting Peanut Butter M&M’S will sponsor the “HBCU Spotlight,” shining a light on Markquese Bell, a Dallas Cowboys star and HBCU graduate of FAMU.

Vibrant Emotional Health and former NFL player Brandon Marshall, CEO of I Am Athlete, share a powerful message on mental fitness with a call-to-action urging viewers to dial 988 if experiencing mental health challenges. The Huntsman Family Foundation, a Utah-based nonprofit, stands up for mental wellness and eradicating stigma, aligning its mission with a dedicated on-stage moment and message of hope presented by James Brown, veteran sportscaster and host of NFL Today. In this collective moment, the Super Bowl Soulful Celebration amplifies a message of compassion and support.

Disney helped Atlanta Falcons player Calais Campbell and his non-profit Charles Richard Campbell Foundation to create a magical experience, gifting a deserving family with a once-in-a-lifetime vacation to Disney World.

Palms Casino Resort serves as the sponsor for red carpet arrivals, adding an extra layer of glamour to the festivities. PlayersTV and Lionsgate will also play a vital role in supporting and enhancing the evening, contributing to the tapestry of the SUPER BOWL SOULFUL CELEBRATION 25th ANNIVERSARY.

For a quarter-century THE SUPER BOWL SOULFUL CELEBRATION has captured the hearts of millions through the shared love of music, faith and the exhilaration of football. Bridging cultures and igniting inspiration, the Super Bowl LVIII sanctioned special brings together NFL players with award-winning artists and acclaimed musicians from diverse genres onto a single stage. The result is an unforgettable evening that transcends boundaries and remains the sole multicultural and inspirational program sanctioned by the NFL during the electrifying Super Bowl week.

THE SUPER BOWL SOULFUL CELEBRATION 25th ANNIVERSARY is executive produced by Melanie Few, with Valarie Benning Thompson serving as producer. Veteran television creative Leon Knoles serves as Director, with Grammy-nominated artist Adam Blackstone serving as music director. *Paramount+ with SHOWTIME subscribers will have access to stream live via the live feed of their local CBS affiliate on the service. Paramount+ Essential subscribers will not have the option to stream live but will have access to on-demand on Pluto TV and CBS.com the day after the special airs.

Last Edited by:Sandra Appiah Updated: February 10, 2024

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